2015 Winners

No Child Brides

GoodWorks – Non Profit

Child Survival India

Havas Worldwide (Gurgaon)

Case Summary
There are 24 million child brides in India. That's 60% of the world's total. Last year 107 countries co-sponsored UN's first ever proposal to end this social evil. India refused. Even our media overlooked this issue. With no marketing budget we decided to bring national attention to this issue by starting the white bindi movement as a sign of protest and solidarity. The movement caught on like wildfire getting over 22 million media impressions, support from all corners, and helped start education drives in 160 villages against this social evil.

Gillette-Scandal Shave

Beauty & Wellness

P&G

BBDO China (Shanghai)

Case Summary
Gillette 'Scandal Shave' is a story of how an orchestrated celebrity scandal resuscitated Gillette's business in China.
Inspired by the insight that Chinese women find men wet shaving arousing; an unbranded 'private' video of national sweetheart Gao Yuan Yuan, scantily clad and intimately wet shaving a man was 'leaked', generating a national scandal of enormous proportion.
Capitalising on this with a full suite of branded activities, the campaign helped Gillette reach 237 million people, record its highest ever sales, and stunt the growth of dry shaver category.

The Campaign That Created History

Government / Institutional

Bharatiya Janata Party (BJP)

Soho Square Advertising & Marketing (Mumbai)

Case Summary
Creating favourable public sentiment and getting more people to vote for the BJP were primary campaign objectives. By focusing on one individual (Narendra Modi), this campaign turned the conventional 'political party-led' approach on its head. This not only simplified choice for a diverse voter population but also helped them shift focus from political parties to a credible and inspirational leader. This campaign was instrumental in swinging voter preference (31% vote share) and helped the BJP win an absolute majority (282/543 seats) – both unprecedented in the last 3 decades.

Penny the Pirate

Healthcare

Luxottica

Saatchi & Saatchi (Sydney)

Case Summary
Parents weren't making their child's eyes a priority, despite children needing clear vision for learning and development. One in six children experience a vision problem at some point in their childhood, many of which were going undiagnosed and impacting their long-term development. So OPSM created Penny the Pirate – a storybook which is also a registered medical tool designed to enable parents to screen their child's vision. Over 100,000 parents sought out Penny to screen their child's vision, and children's eye tests at OPSM increased by a staggering +28%.

Giving is the Best Communication

IT /Telco

TrueMove H

Ogilvy & Mather Advertising (Bangkok)

Case Summary
Amidst a feature-based telecom marketing environment and a politically divided society, third-place provider TrueMoveH decided to redefine not only its brand but the role of telco-brands in the users' lives. Bypassing the fact-bragging claims, TrueMoveH chose instead to ask Thais to look at the role of communication, and contemplate the effects of the little things they do and say to each other. A touching branded short film inspired online conversations, it became the 12th most shared ad globally and drove a-40%-quarterly increase in 3G-subscribers leapfrogging TrueMoveH into 2nd-spot for first-time.

From 'Dark' to Connectivity

Branded Utility

Unilever India

Lowe & Partners Worldwide (Mumbai)

Case Summary
The overall objective for Unilever, was to educate consumers who lived in media dark geographies about their brands. With no electricity for 8-10 hours every day, this couldn't be done using traditional media like TV and Radio. Kan Khajura Tesan was an answer to address this problem. By transforming their rudimentary mobile phones, we were able to give them something they didn't have- THE KAN KHAJURA TESAN- A 15 minute free, on-demand, entertainment channel that worked with just a missed call.

Rabbit Billboard

David vs Goliath

Hell Pizza

Barnes, Catmur & Friends (Auckland)

Case Summary
On a bright Easter morning, Hell Pizza and their agency gathered to watch their new Wild Rabbit billboard being installed. We also noticed motorists slowing to take pictures. That's because it's not everyday you see a billboard made up of the skins of 650 dead rabbits. Word spread faster than myxomatosis. In two days it travelled from downtown Auckland to make headlines globally, becoming one of the year's most controversial campaigns.
After just two weeks we were forced to withdraw the pizza from sale. Because we had sold out.

Help A Child Reach 5

GoodWorks - Brand

Unilever

Lowe + Partners Worldwide (London)

Case Summary
Every day 17,000 children die before their 5th birthday. Deaths prevented by the simple act of handwashing with soap. Lifebuoy's innovative 'Help a Child Reach 5' campaign creates big bang awareness by shining the spotlight on regions with high diarrhoea globally and rallying government & NGO partners to support with resources for a bigger impact. In 2013,we adopted Thesgora in India, and reduced diarrhoea by 74%. In 2014, the spotlight was on Bitobe, Indonesia. To date the campaign has collectively realized 39 million views and empowered millions worldwide to #helpachildreach5.

Not A Bug Splat

GoodWorks – Non Profit

Reprieve/FFR

BBDO Pakistan (Lahore)

Case Summary
Since 2004, drone strikes in Pakistan have killed an estimated 3500+ people, a disturbing percentage of which have been innocent civilians and children. Drone operators routinely describe their casualties as "Bug Splats" since humans appear like bugs from far above. A large-scale portrait of a child affected by an attack was laid on the ground facing up, in NorthWestern Pakistan, so a drone camera could transmit it to an operator's screen. To raise awareness, the poster was put online with the hashtag #NotABugSplat and website with information about drone strikes.

From 'Dark' to Connectivity

Media Innovation

Unilever India

Lowe & Partners Worldwide (Mumbai)

Case Summary
The overall objective for Unilever, was to educate consumers who lived in media dark geographies about their brands. With no electricity for 8-10 hours every day, this couldn't be done using traditional media like TV and Radio. Kan Khajura Tesan was an answer to address this problem. By transforming their rudimentary mobile phones, we were able to give them something they didn't have- THE KAN KHAJURA TESAN- A 15 minute free, on-demand, entertainment channel that worked with just a missed call.

rice-code

Media Innovation

Inakadate Village

Hakuhodo (Tokyo)

Case Summary
Huge artworks were created in rice paddies by planting different colors of rice, and a technology was developed called "Rice Code" that let visitors scan the artworks like QR codes and buy the rice itself. Scenes that cried out to be photographed were thus transformed into a new kind of sales space.

How 'cat-call' sparked a debate

Small Budget-Products

MARS Australia

Clemenger BBDO (Melbourne)

Case Summary
Chocolate Bars are highly impulsive, and being most front of mind is what drives selection. SNICKERS is the #8 brand in Australia and growing at only 1%. It needed a moment of fame outside of TV to get noticed again. By flipping the 'You're Not You When You're Hungry' platform with a controversial viral video of empowering 'cat-calls', we sparked a global conversation. With almost 3.5million views, $11million in earned media from $25,000 investment, and a bump of $640,000 in additional sales, 'Aussie Builders' drove fame and fortune for SNICKERS

Message Barter

Small Budget-Services

The Akanksha Foundation

Ogilvy & Mather (Mumbai)

Case Summary
Akanksha, an education-based NGO never attracted good quantity or quality of teacher applications and while mass appeal was needed, like any NGO we simply didn't have the money. We decided to use Celebrities and Twitter to reach out to the huge celebrity fan following. A simple insight about kids led us to a campaign that celebrities loved to tweet about and people loved to re-tweet – reaching approximately 18.15 million followers at ZERO media and celebrity cost, a 587.5% increase in teacher applications and 3 metals at Cannes Lions 2014.

You'll Only Need One

Sustained Success

STIHL LTD

DDB (Auckland)

Case Summary
In the face of the strongest economic headwind, how do you increase sales when you sell the most expensive product in the market? Your product is available in far fewer places than your formidable competitors? When the customer you target thinks your brand isn't for them? You make everything else look stupid to buy because "You'll Only Need One" STIHL. With a 56.9% sales increase in chainsaws over the last four years while commanding a significant price premium and without compromising on quality, we'd say that's pretty smart.

AAMI's Rhonda and Ketut- A Love Story

Sustained Success

Suncorp

Ogilvy & Mather (Melbourne)

Case Summary
This is a story about love spanning the years 2011 to 2013. It's proof that even in an undifferentiated category where consumers see all brands as the same and in a resented category like car insurance; characterised by lethargy and disinterest – it's possible to create a campaign the entire nation falls in love with and amplifies for us. Better still, it's proof that over time it was possible to grow the AAMI brand through fame from being part of popular culture.

Penny the Pirate

Youth Marketing

Luxottica

Saatchi & Saatchi (Sydney)

Case Summary
Parents weren't making their child's eyes a priority, despite children needing clear vision for learning and development. One in six children experience a vision problem at some point in their childhood, many of which were going undiagnosed and impacting their long-term development. So OPSM created Penny the Pirate – a storybook which is also a registered medical tool designed to enable parents to screen their child's vision. Over 100,000 parents sought out Penny to screen their child's vision, and children's eye tests at OPSM increased by a staggering +28%.

McDonald's: Surprise Alarm

Multi-Market - Products & Services

McDonald's APMEA

DDB Group (Singapore)/The Marketing Store (Hong Kong)

Case Summary
McDonald's Surprise Alarm was launched to boost brand engagement and breakfast guest count in the challenging Singapore and Taiwan markets. By blending usefulness (alarm) and delight (surprises) on the first screen people see each morning (mobile), it successfully achieved 5x/9x as much engagement as all other McDonald's digital assets combined and contributed 9%/8% of breakfast guest count (Singapore/Taiwan) in just six weeks. It built a habit of waking up cheerful and anticipatory, and through that a valuable 'first to the consumer every day' pipeline — with lasting business impact.